Amarula to launch limited Edition designs in celebration of Africa

Amarula cream liqueur from the stables of South Africa-based Distell Group will be unveiling limited-edition packaging of its flagship drink to showcase Africa’s cultural diversity.

The company said it has partnered with African artists to design four limited edition bottles which will be introduced at this year’s Tax Free World Association (TFWA) Asia Pacific Exhibition & Conference being held in Singapore from 6 -10 May.

The Global Travel Retail-exclusive range features designs from South Africa, Nigeria, Kenya and Egypt, each created to encapsulate African fashion, art, sculpture, furniture, textiles and jewelry designs.

Distell is also promoting elephant conservation efforts and will release additional limited-edition designs on World Elephant Day, 12 August.

The brand hopes to raise greater awareness of the ivory trade with the launch and for every bottle sold, Amarula will donate €0.50 to Wildlife Direct’s global conservation efforts.

“Amarula represents Africa in a bottle and uses only genuine, African ingredients, handpicked and handcrafted to create distinctive taste profiles, said Natasha Maharaj, Global Brand Strategy Manager for Amarula.

“This launch will introduce the world to the energy and originality of African design with the aim of showcasing the artists’ work on the global stage.”

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